With such challenges in mind, Act-On Software on Wednesday launched Act-On Anywhere, an application that makes the engagement data, assets and functionality of the company's SaaS platform available from anywhere within the browser.
An explosion of stand-alone tools has created a marketing climate in which fragmentation is a major problem, said Act-On, which targets SMBs with its platform. In fact, a full 83 percent of marketers cite fragmented systems as one of their most troublesome challenges, according to a study the company recently conducted with Gleanster Research.
The new app allows users to click the Act-On Anywhere icon in their browser no matter what Web-based environment they're working in and get immediate access to marketing-automation features and engagement information from the Act-On platform.
Using the app, for instance, marketers can enable any Web-based content management system to embed calls to action in Web pages and blogs using images, landing pages and forms from the Act-On platform's Media Library. They can also access Act-On's SEO functionality to optimize content while creating it.
The app enables access to marketing assets stored in the Act-On platform -- links to multimedia content or landing pages, for example -- and the ability to track engagement within Act-On to measure the effectiveness of social media campaigns.
LinkedIn prospecting, integration with customer relationship management systems such as Salesforce and tools for optimizing Gmail interactions are other Act-On features now accessible through the app.
Marketing professionals in SMBs "wear a lot of hats and work in a lot of different tools," said Lori Wizdo, a vice president and principal analyst with Forrester Research. "The new app will help to streamline some marketing processes as well as foster the use of designed -- and approved -- marketing content."
Moreover, by putting marketing assets such as emails and landing pages within closer reach, the app will also help companies that use Act-On have more consistent communication and engagement with their customers, she added. "Definitely something buyers notice and appreciate."
Act-On Anywhere for the Google Chrome browser is now available to Act-On customers in beta and will be generally available within 30 days from Act-On and on the Google Chrome store.